Company leaders have certainly jumped on the social media marketing bandwagon as well, but their video strategy is kind of head-scratching. Some videos are clearly professionally done, and others look pretty basic like someone inside the company is putting them together. A couple of examples…
The “good” video works. It has upbeat music, a fun concept, and tight editing. Do your best to ignore the annoying host and you have a memorable video.
The “boring” video doesn’t need to be. It’s focusing on the aerodynamic attention put into the Ford Explorer. This could be really interesting in the hands of a professional storyteller. Instead, we get no music to set a mood and poorly-paced editing.
The reason this drives me crazy… yes, I wrote “drives”… is that someone at Ford clearly understands the power of video and social media but still short-changes us. They raise our expectations with quality work only to disappoint us with a ho-hum effort.
If you’re going to do something, do it right. If you’re only going to half-try, you can expect half-results.